Launching a Product and Inspiring Customers

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The Challenge

Wacom, a leading brand in creative pen tablets, was launching a new line of Intuos products for illustrators, designers, artists, and photographers. They began this campaign by reaching out to their opted-in prospects and existing customers.

However, Wacom’s audience was a discerning group of creatives with an eye for quality. To reach this market, the creative had to be aesthetically appealing and had to clearly differentiate the four new Intuos products. It also needed to drive traffic to the Wacom website, inspire recipients to explore the world of Wacom, and encourage them to purchase new products.

Our Approach

Wacom’s audience could only be reached by a creative campaign that was engaging and inspiring. Thus, Trendline sought to build an email strategy that clearly communicated the differences between each product while showing the value of each to the audience.

This required each of the four products to be highlighted, uncluttered, in one email. But beyond this, the email required a selection of designs and graphics to deliver a “Wow” factor that would inspire people to start dreaming and creating with the Intuos product line.

Strategy

Trendline used approved product hero shots, drafted email content, and strategically selected graphics and illustrations to showcase what was possible with each Intuos product.

The overall email design was incorporated into the look and feel of the corresponding landing page. Trendline oversaw adherence to the brand’s voice, approving language such as “achieve your creative dream,” that would inspire the audience while staying true to the company’s established persona.

Results

Trendline’s email campaign more than met the challenge. The email set a new benchmark for Wacom’s product launch emails, drawing record numbers of web visitors.
In addition, the email earned Trendline the 2016 International MARCOM Award: Gold Award, Best Email Single Execution, as well as the 2016 Marketer Quarterly Email Marketing Awards: Best Welcome Email, Consumer Products.

About Wacom

Wacom, the leading brand in creative pen tablets, has supported digital artists with exceptional tools, product support, and innovation for more than 30 years. They inspire innovation and equip individuals to make the world a more creative place.